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Fashion Design & Marketing
Gurbanova
Leyli
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5-D Store Experience
Creating a Sensory Marketing Environment
About
The Final Major Project is an independent piece of work involving the collection, interpretation, synthesis, presentation and analysis of data. The work allows to demonstrate that one is capable of independent thought and able to gather appropriate evidence from relevant data sources to support arguments in a given time-frame.
The main aim behind my Final Major Project, was to grow my capabilities and challenge myself beyond the scope of my course.
The Context
Fashion apparel is an incredibly saturated market segment with new brands being established and failing almost instantaneously (Birnbaum Report, 2012). Young brands fail to differentiate themselves from the competition, due to their inability to create memorable consumer brand relationships. The study suggests that innovative collaboration of marketing strategies will enable brands to adapt to the economic changes within the industry and remain competitive by creating strong, memorable and emotional consumer bonds. Therefore, the study investigated effective combination of marketing strategies - such as, sensory marketing and atmospherics, in collaboration with existing visual merchandising tools and practices.
The Concept
Full sensory experience refers to how individuals engage and respond to the manner in which the firm delivers goods and services, through an incorporation of all five human senses. The proposed theoretical concept of the store provides insights to how such manipulative environments could be created, based on a sensory model constucted by Bertil Hulten, Nicklas Broweus and Marcus Van Dijk (2009), that concentrates primarily on human mind and the senses. Keeping in mind these two elements, and incorporating them into a desired brand image, one can construct an environment that would holistically communicate a uniform brand identity. It is important to keep in mind the target customer, once constructing such a sensory exprience, as one has to be a direct projection of the other's needs and desires. The study believes, that through the increase use of sensory stimuli within a store environment, a consumer will be vastly encouraged towards an immediate acquisition of a desired product, dominated by emotional attraction (how much they like the product) and physical proximity (how easy it is to touch, feel and consequently aquire the product). The study suggests, that more research should be undertaken, that focuses on how different marketing research could be combined to provide a physical 3-D outcome, and for creation of additional framework in an instructive format, with the use of which brands can develop more effective retail environments.
Interior Design
The brand image is driven by an especially developed print design, that was incorporated within all the elements of the interior to create a ‘visual tell’ for the brand, mentioned within the Dissertation paper. The print has a round form, translated within the interior of the store, as well as the cafe, in a form of round carpets, rounded cut of the tree branches, design of the coffee tables etc., along with the repeated use of colours red, green and black - forcing the consumer’s mind to associate these shapes and colours with the brand name, resulting in an increase of the brands chances of success (Hogskolan & Halmstad, 2008). The more detailed development of the interior design elements can be seen within the Digital Sketchbook.
The roses are also present within the environment as previously stated research concluded that scent in combination with visual stimuli becomes more effective (Chebat & Michon, 2003). Sense of touch is explored through keeping all the merchandise in close proximity and accessibility to the customer. It is vital to keep the shop floor neat and visually pleasing, in order for the garments inspire the customer to touch the product as enabling consumers to feel the product has been proved to cause emotional attachment through a sense of psychological ownership and acts as the final perception made by the customer (Shu & Peck,2011, in Aitamer & Zhou, 2011). Taste is stimulated through the use of smell, as the two senses are closely interlinked, as well as visually – through the use of edible elements within store décor. The store menu is illustrative in order to further stimulate appetite. Café bar also provides unique cocktails made on the basis of “Leyli” juices and beverages (www.leyli.ru). Complimentary rose sherbet drinks will be served to every café-bar customer, which will additionally support a positive normative evaluation of the overall experience.
Creating stimuli to influence all five senses in addition to all the branded goods and beverages will allow the brand to create a holistic retail environment and bring the overall brand ‘alive’ in the eyes of the consumers by leaving powerful and memorable expression through out all channels, thereby differentiating the brand by the use of HSP. These impressions can then evolve onto strong bonds, fabricating the type of loyalty that could be comparable to the loyalty found in religious, holistic practices – which is the ultimate aim of the brand.
Consumer Stimulation
Colour red was chosen to act as the primary ‘tell’ of the brand, as it has the highest stimulation hue, ability to excite and stimulate the appetite; colour green signifies refreshment, nature and healthiness for the consumer; black, specifically used within the packaging design, symbolizes 'top-range', quality and solemnity (Eiseman, 2000). The use of natural and softened artificial light increases an individuals well being, consequently extending the amount of time spent within an environment (Eiseman, 2000). Subtle, quiet and relatively slow background music, during the hours of the day, will place the consumer in a relaxed state of mind and prolongs his or her stay. Loud fast-tempo music of the night will increase consumption levels – both influencing the consumer to behave accordingly. Consistent smell of roses adds to the ‘freshness’ of the ambience in addition to vanilla scent that further stimulates appetite (Herz, 2007).
3D Max Working View
Digital Sketchbook
Store & Cafe Bar
The store consists of two distinctively different territories throughout two floor levels. On the first floor, there is a fashion clothing store, displaying carefully layed out garments and accessories (statement jewellery pieces, shoes, belts, bags, scarves). On the second floor, there is a cafe and a cocktail bar, in a theme of an exotic pomegranate garden interior, along with luxurious sofas, compelling art pieces, pomegranate trees and exotic bird cages. The menu is relatively low priced and simple. Each dish in the menu includes a "pomegranate touch" to it, accumulating the overall theme. There is relaxing, yet enchanting background music, and a refreshing smell of rouses dispersed along both store levels. (The concept of the store is discribed more thoroughly within the written part of the Dissertation)
Cafe Bar Menu
 Cafe Bar Menu |  Pomegranate Sorbet |  Pomegranate Pesto Ravioli |
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 Pomegranate Cheeseball |  Pomegranate Salad |  Pomegranate Sangria |
In-store Marketing Posters
Arabesque laser cutting on leather
(from a conducted project at London College of Fashion, 2014)
Pomegranate touch in every meal
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